Case · iFood
iFood runs research with scale and depth at the same time with Grunn's voice AI
95 in-depth interviews in 5 days — the first 35 within the first hour, averaging 9 minutes each
Published on June 2, 2026 · Grunn
iFood has more than 55 million customers and a network of over 400 thousand partner merchants and 360 thousand couriers. Understanding the needs of users and partners and uncovering business opportunities frequently requires qualitative research.
In the market at large, in-depth interviewing tends to be slow, expensive and operational. Significant time goes into recruiting, conducting and then analyzing the results. How do you keep operational excellence without losing research quality in a company that never stops growing?
To tackle that challenge, the iFood team agreed to try a different path with Grunn: running a study with scale and depth at the same time. Recruiting went out to a base of just 5 thousand people, through iFood's own communication channel.
In under 1 hour, 35 interviews had already been conducted by Grunn's AI, averaging 9 minutes each. In just 5 days, 95 people had been interviewed — with results available to the team right after each conversation.
If we consider the full process, from recruiting to analyzing results, companies usually manage to interview about 10 people a month, considering that whoever runs this process is normally not dedicated exclusively to it.
More important than the numbers, the team's feedback:
Using Grunn makes us think of a whole other way of working with research. I'm actually excited for the next one.
The experience was very positive. The platform brought real depth to the themes we needed.
That is exactly what Grunn is here for: making the market rethink how research is done — without having to choose between scale and depth.